Sales/Marketing

Sales & Marketing for Startups

There is a school of thought that a startup with its limited financial and team resources should initially go after a business market (B2B) rather than after a consumer one (B2C). The logic behind this is that business customers will be easy to identify and contact directly. Search engines will facilitate this type of list building. Once contact has been made it’s a matter of meeting with the business to make a sales presentation.

Nothing happens until someone sells something.

In contrast, going after a consumer market is going to be much more of a hit and run affair because individual customers cannot be identified so easily. Instead the company must rely expensive advertising to draw in customers to its store or website. As the old joke goes, “Half of all advertising dollars are wasted and the problem is that no one knows which half.” Going online is no quick solution because these days it takes a long time for a new website to rank with search engines and the workaround of pay-per-clip advertising has gotten very expensive while at the same time plummeting in effectiveness. We refer to the fact that consumers either subconsciously filter out ads or distrust them.

It is possible to go after both B2B and B2C markets simultaneously with different offers.

Sales & Marketing for Startups

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